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Archive for the ‘Opinion’ Category

Sonic branding about to boom


August 10th, 2010 by Michael

Seeking differentiation and share of mind is no easy task. We live in an increasingly complex world of technology and multi-channel communications that make cutting through the noise difficult for even the most skilled brand manager.

I choose the word ‘noise’ carefully because so often we find ourselves readily identifying with the visual identity of a brand and of course we know just how much attention and care is paid to the graphic elements of companies of all shapes and sizes. One would only need to pick up the guidelines of most organisations to see the overemphasis of the brand in a static visual application. I’ve written about this before but, as designers, do we still really need to guideline vans, mugs, toilet roll etc as a means of justifying fee income on a guidelines project. No doubt that the logo is the king of the branding world.

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World Cup identity 2010 – Two for the price of one


June 2nd, 2010 by Steve

Better than Christmas and your Birthday put together, the World Cup is three games a day over four glorious weeks, culminating in the inevitable disappointing ending. No other thrill ride can make a man consider watching all 90 minutes of a game like Algeria v Slovenia in his quest for total consumption. Hopefully the football in South Africa will be more memorable than the tournaments identity.

FIFA World Cup 2010 Identity

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Election 2010, policy or personality?


May 4th, 2010 by kerry

Studio North account director Kerry Dennison on an election campaign still hanging on for a creative spark.

Well… five years has come all too quickly and it’s election time again. The polls are hinting at a hung parliament so the need for political parties to connect with the electorate has never been as important.

The UK population is bombarded with creative adverts and communications every day. The consumer, of which we all are for political parties, is now a pretty sophisticated beast so Planet Westminster needs to recognise this at a grass roots level.

You drive around any constituency in the North West and you see a wave of red, blue and orange placards declaring an allegiance but the real influence comes from the high profile billboard sites, posters and online ads that are designed to communicate the actual policies.

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Why brands should push digital boundaries


March 18th, 2010 by Michael

A colleague passed me the brand guidelines document of a potential new client today. More of a logo usage manual to be honest, a good looking piece of work, certainly well-crafted by an obviously competent design firm and definitely rigid enough to prevent any dilution of their visual identity.

However, like most brand manuals in 2010 it could quite easily have been produced in 2000 given the content and lack of consideration of digital media. I think the goalposts have now well and truly moved to the point where even organisations who have traditionally existed in an offline arena need to make far deeper consideration of their brand in a digital environment. Yes, we still need to know where to put a logo on a letterhead and how many millimetres we should leave as an exclusion zone and so on. But what we really need to know is how the brand is going to live and breathe online.

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Studio North speak to EN magazine


March 16th, 2010 by Michael

Operations Director, Michael Di Paola speaks to EN Magazine, the magazine for entrepreneurs (www.enforbusiness.com), about the recession, marketing budgets, emerging media and a client success story…

Di_Paola

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Insider Search Marketing Special Feature


October 19th, 2009 by Michael

Featured on Page 27 of this month’s Insider Magazine, Operations Director, Michael Di Paola shares his thoughts on an increasingly valuable online marketing tactic…

“As an independent brand design consultancy, our core offering is intrinsically linked to search marketing. So, although it’s a service we offer our clients we can afford to take an impartial view on this popular online marketing tactic. We certainly never advocate techniques that we describe as ’search at all costs’. By this, we mean websites where the user experience has been destroyed by overwhelming on page optimisation such as keyword stuffing. Although it is an essential marketing activity for most businesses, search marketing must only play one part in an organisation’s overall digital marketing strategy. With this in mind, budgets should be allocated giving due consideration to other channels – both on and offline.

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No-one puts baby in the corner


August 4th, 2009 by Andy

Being a mere plebian designer, my literary intake is generally confined to the sport pages of the local rag, however on this occasion I’d like to share with you a recent journey I had into Dante’s Inferno.

For the uninitated this term is derived from ‘The Divine Comedy‘, which is an allegory telling of the journey of Dante through what is largely the medieval concept of Hell, guided by the Roman poet Virgil. In the poem, hell is depicted as 9 Circles of suffering located within the earth, each one becoming more horrific than the last. The first, uppermost levels contain the sinners who haven’t really been that bad at all, the unvirtous, the cheats, the greedy and so forth. Continuing further into the bowels, each Circle becomes more gruesome until you reach the final levels containing the scum of humanity; the murderers, rapists, politicians and so forth. So far, so good, then.

However, thanks to Northern Rail’s 17.27 Blackpool North service last night, I believe I may have inadvertently stumbled upon another, concluding circle, possibly overlooked by Dante in his haste to escape the Beast himself. It appears to be reserved to those members of society who have no sense of social grace, manners or intelligence; the People Who Play Music Through Their Mobile Phones (In Public).

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Is your website working hard enough?


July 6th, 2009 by Michael

It’s unbelievable really to think it’s almost ten years now since the days of the dotcom bubble era. One only has to survey the Internet landscape in 2009 to realise that we have probably witnessed the most rapid technological advances in the history of mankind this past decade. Compare the fortunes of Amazon and Google with the misery of Boo.com (who?) and Etoys.com (eh?). But ten years on from the days when nobody really knew if the Internet was going to be a genuine long term money spinner, how hard does your website currently work for you? For every business whose website labours on completely lost in the search engines and invisible from it’s client base due to a lack of effective marketing strategy there is another out there reaping the rewards, probably producing stunning returns on investment.
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Kit-astrophe!


June 23rd, 2009 by Andy

newcastle_kit_280x3_830386aBeing an exciled Geordie and sometime designer, I just thought I would combine both of those interests in this little nugget rescued from today’s papers. Now you’d have thought Newcastle fans (like myself) were looking silly enough at the moment but no, apparently some numpty at the Adidas marketing/design department has thought ‘hang on a minute, what the world needs is yet another excuse to mock the afflicted’ and come up with this delight of an away kit for Wor Lads to sport next season.

Now admittedly Steven Taylor is doing his best here, complete with forced grin, but imagine, if you will, that monstrosity upon the frame of a typical Toon fan this summer, somewhat sweaty, slightly out of shape and exquisitely sunburnt. Oooh, suits you sir.

Now either it’s Mike Ashley’s revenge on us, a junior designer’s hairbrained idea to allow us to blend in with the deckchairs when we play away at Blackpool next season or a cunning ploy to get the opposition to fall around in laughter while we hit the back of the net, but either way, I think I’ll stick with the black and white, thanks all the same.

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BNP election travesty


June 22nd, 2009 by Rachel

Ok, so I’ve had a couple of weeks to mull it over and frankly I’m still reeling.  I cannot believe that the North West, traditionally such strong supporters of lefty politics have done a complete 180 to enable the BNP  to win 2 seats in the European Parliament, 2 SEATS!  And to rub salt into the wound they won them with less votes than they got in the last election.  What is that about?! 

Having recently commented about the MEN anti-BNP campaign (29th May) I think it’s only right that I first and foremost express my disgust at the result and secondly give it some consideration as to how it could have happened; I’m just not ready to believe that the majority of the North West could possibly support policies that encourage white supremacy and have commonly been accused of inciting racial hatred and societal unrest.  Having had many heated rants about it in and out of the office there are a couple of issues that I’d like to highlight before I make my (eventual) point that you might be amazed to know actually links to marketing and design.

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